- October 18, 2016
- Posted by: Robert Duke
- Category: Articles
In recent years, the term ‘Digital Marketing’ has become synonymous to marketing. Going by the Gartner’s 2015-2016 Chief Marketing Officer (CMO) Spend Survey, 98% of marketers believe that online and offline marketing are merging into one. It also mentions that Digital marketing has become the mainstream, while digital commerce is taking a big leap to be among the top priorities of marketers. According to Epsilon, “43 percent of millennials have opened and read marketing-driven emails more often in the past six months than the rest of their older counterparts—all other consumers came in at around 32 percent.”
Though organizations are exploring options beyond traditional marketing, email is surely going to stay. You may be using Facebook, LinkedIn or Twitter as your primary marketing tools, but none of them establishes a brand identity and personal connect that email does. Even if you have outsourced the signing up process to Facebook or Twitter, users still need their email address to register.
Designing the Customer Experience
Be it B2B Marketing or B2C Marketing, customer experience must be given the paramount importance. It is one of the most pertinent ingredients for the success of your email campaigns and for driving seamless conversions with your target audience. Forrester Research predicted in its recent white paper, that “in 2016, leaders will understand and anticipate individual needs to deliver personalized experiences, sharply increasing their lead in the market.” Certainly, Email gives a personal touch to your message as it addresses an individual rather than the masses.
Additionally, with business executives and individuals adopting mobile computing at a fast pace, the number of emails getting opened on handheld devices has amplified considerably. There has also been a rise in the number of emails accessed on Wearable devices, which is at the nascent stage of adoption. A study from Moveable Ink reveals that in 2015, 67 percent of the emails in U.S. were opened on mobile devices and 75 percent of those were opened on smartphones. This also indicates the need for B2B marketers to create more mobile friendly messages to ensure email communication aligns with changing paradigms of technology.
Social media certainly is one of the most important platforms to trigger demand and raise brand awareness. But when it comes to business communication, people are still not completely open to the idea of using Facebook or twitter for business critical communications. They prefer email as the primary medium of corporate communication, as social media in many countries has not been able to achieve a legal validation and its vulnerability to external threats and data theft remains high. Email on the other hand has been a time tested medium of communication. It is not cent percent risk proof. But it cannot be replaced by social media anytime soon.
Email Marketing may have a bad reputation from premature days due to spamming activities. But it continues to evolve stronger and stronger with time. As communication technologies and techniques make the leap forward, a personalized, focused email marketing approach will remain a fruitful technique for marketers.